Each year, ForeSee produces a study to discover which retailers standout from the pack when it comes to delivering an incredible customer experience across web, mobile and in-store. The results of the ForeSee Experience Index: Retail CX Rankings are based on survey data from over 40,000 shoppers across their entire omnichannel experience as well as by channel.
Omnichannel leader Amazon once again grabbed the top spot with an CX score of 79.1, as measured on a 100-point scale, followed by Williams-Sonoma with at 78.1, and Kohl’s at 77.9. The rankings also examine the success of retailers by individual channel — store, web, and mobile. Amazon, Costco, Kohl’s, and Nordstrom each took a top spot in two out of three channels, while Tractor Supply ranked highly in web.
With the abundance of options, today’s consumers are choosing their own customer journeys — often “channel surfing” between web, mobile, and stores. That means they’re increasingly using multiple options as they make their way to the checkout. Understanding those journeys is the best way to both improve customer experience to gain a competitive edge over other retailers. Additionally, 48% of companies have calculated a positive relationship between customer experience or satisfaction and financial or business impact, according to recent research from Gartner.
Other important data points from ForeSee’s research includes:
- 57% of shoppers are using a mobile device while shopping in a store.
- 49% who start in mobile are now staying in mobile through the purchase. This is up significantly from 33% last year.
- 41% are using two or more channels during the purchase process.
- No retailer ranks highly across all three channels.
Download the FXI: Retail CX Rankings report now to learn more, and stay tuned for ForeSee’s in-depth companion, the FXI: Retail CX Insights report in January 2018!
Attending the NRF Big Show January 14-16 in New York City? Schedule a meeting with ForeSee for a custom CX strategy planning briefing. Our data can show you how a CX measurement solution improves customer satisfaction and business agility, and can unlock new revenue streams.